Bringing Facebook Shop Online
Senior Product Designer
2020-2022
Overview
As a design lead for Facebook Shop Ad Formats, part of the broader Facebook Monetization group and the first touchpoint between shoppers and businesses, our goal was to create meaningful ways to connect consumers with products, provide means for discovery of new products and drive conversions.
Our efforts as part of Shop Ads were a core investment for Facebook to combat signal loss due to privacy constraints such as GDPR and Apple’s new privacy policy.
I designed a visual system to make small business creative more engaging for customers on Facebook, creating a positive metric impact across the platform. Due to this effective outcome, my graphic standard was then adopted by several teams across Facebook.
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Conversion lift: 5.1%
Enhancing the Shopping Journey
Dynamic Ad Formats
Partnering with engineering and data scientists, I spearheaded a design to organize high value shopping signals to create a system for showing or hiding signals based on their project impact. The goal of this was to make Shop Ads meet Facebook’s broader “declutter” goals of removing cognitive overload in feed.
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Met company wide declutter goal
0% negative conversion rate impact
Shopping Incentives
Data-Informed Shopping Incentives
Before
After
The new system allowed for a dynamic format based on the most effective signals for the target audience.
I designed an experience to help customers reengage with FB Shop products they are interested in.
I started by proposing on the ad format to allow customers to easily save right from the shop carousel.
Wishlist to App Notification
Wishlist to App Notification
The notification would then take them to their wishlist within Facebook Shop. Here they could see all items they had saved whenever they were ready to make a purchase. The explicit saving of products on their feed was unshipped due to design system constraints, although we still met our core metric goals.
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Conversion lift: 2-3%
Once an item was saved, I then created a flow to send a notification to the user and depending on user engagement, a push notification would be sent as well.
I led design and worked with a several vertical and horizontal teams to deliver onsite checkout from offsite web app browsing.
Offsite to Onsite Checkout
This partnership allowed for rapid feedback and quick iterations, which led to my design for this product being the most successful project for Shop Ads in terms of metric impact.
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Conversion lift: 12%
FB Shop Launch goal: 9%
This led to the design of a new footer component to enable checkout on Facebook from a web destination.
